The Flow: Coke’s 007, soft drinks in schools

LAW AND POLICYA new study shows that limiting access to soda machines may not be enough to keep young children from drinking sodas.

FINANCIALPepsiCo has been named to the Dow Jones Sustainability World Index and the Dow Jones Sustainability North America Index. • Pro Stock driver Max Naylor has purchased the assets of his current marketing partner VegasFuel Energy Drink. • Eldorado Artesian Springs, Inc.has retained Organic Food Brokers to expand the company’s distribution throughout the Rocky Mountain region and to the West Coast. The company will represent Eldorado Artesian Springs to the natural, conventional and mass retail markets, including its new Organic Vitamin Charged Spring Water.

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Russell J Weiner, PCNA‘s vice president of marketing for colas for is leaving for role at Domino’s, Ad Age reported. •bot beverages announced the appointment of Lisa McDowell as eastern division manager. McDowell is charged with managing bot’s network of brokers throughout the eastern United States. She will also work to maximize bot’s current distribution channels in the conventional grocery and natural foods environment and seek growth opportunities among new retailers in the New England, Middle Atlantic and Southern markets.

MISCELLANEOUSOfficers arrested a forklift operator at the Nestle Bottled Water Co. on charges of stealing $50,000 worth of bottled water from the company’s warehouse in Zephyrhills, Fla.

DISTRIBUTIONReed’s, Inc. announced that it formed an enhanced partnership with Quality Food Centers. QFC carries a wide variety of natural and organic products, including select Reed’s Ginger Brews & Virgil’s All Natural Sodas. • Apple Rush announced its continued expansion of Cintron Beverage’s distribution into its network in Metro-Chicago. •Hat Trick Beverages Inc. announced that, working with Pinnacle Distributing, Hat Trick achieved listings in over 500 new store locations in Arizona. The Company’s Pumped Fitness beverage will now be available in Hi Health Stores as well as Fry’s. • Apple Rush announced that its Garden Distributing subsidiary added 10 Pepsi SKUs toits system and is continuing to review other packages and affiliated product lines for future additions. •Skinny Nutritional Corp. entered an agreement with beverage distributor L T Verrastro, for the Northeastern Pennsylvania region, including the Scranton, Wilkes-Barre, and Pocono Mountain areas.

PROMOTIONS/APPEARANCESCoke Zero will appear in the upcoming James Bond movie, “Quantum of Solace,” and will be rebranded as Zero Zero Seven in the UK for the duration of the Bond movie’s marketing campaign. • Red Bull hosted a soap box race in Santa Monica, Cali. On Sept. 6. • The Coca-Cola Foundation launched a multi-year partnership with Ocean Conservancy through a $1 million pledge to support the International Coastal Cleanup, the world’s largest volunteer event to eradicate litter from the world’s waterways. This year, the ICC takes place Saturday, September 20, 2008. •Nestle Waters North America donated 302,568 half-liter bottles of Ozarka and Ice Mountain Brand Natural Spring Water to citizens and disaster relief workers affected by Hurricane Gustav. •Choco Milk announced the launch of The Choco Milk Matters to Kids Tour. The traveling youth nutrition and fitness campaign involves children in physical activities that challenge them to make better food and fitness choices. The free mobile event will travel to major metropolitan cities and make multiple appearances at community festivals, youth organizations and retail stores. •Maddie’s Beverage Company, which makes Wateroos water-filled drink boxes for kids, partnered with PBS KIDS PLAY! to offer an on-pack promotion offering a 45 DAY free trial to PBS KIDS PLAY!. • With Hurricane Ike taking aim for the state of Florida, Tropical Storm Hanna meandering along Florida’s East Coast and Josephine gaining strength, Niagara Bottling is providing water to state and federal emergency management services. • Evian Natural Spring Water will unveil a luxury presence as the official bottled water of the Bryant Park tents from September 5-12. •PepsiAmericas, Inc. announced that it will join Susan G. Komen for the Cure to raise money for breast cancer with a mail-in coupon on specially-marked packages. For every coupon received, PepsiAmericas will donate 25 cents to Susan G. Komen for the Cure, guaranteeing a minimum donation of $100,000. •Alacer Corp., maker of Emergen-C, announced the names of the five young minds behind the new Emergen-C Kidz Complete Multi-Vitamin & Multi-Mineral Supplement drink mix designed for kids by kids. The creative product name winners include Austin Blase, age 8, of Duluth, Georgia for Orange Pineapple Explosion and Bernadine Macedo, age 8, of Los Angeles for Strawnanaberry. Those three kids whose drawings inspired the new package design include Marisa Rodriguez, age 9, of Rosemead, California for Cherry Yumberry; Alessandra Rios, age 8, of Pasadena, California for Strawnanaberry Blast; and Jake Mowery, age 12, of Cumming, Georgia for Orange Pineapple Explosion.

The Wateroos family of kids water beverages is the only children's water beverage packaged in familiar drink boxes (complete with a straw) that's ideal for kids between one and six years of age. Wateroos contains nothing but water with no sugar, arti...